Virgin Trains - The return of the train: how Virgin Trains became the nation’s favourite transport provider

Lucy Howard, Claire Marker, David Bratt, Jack Bowley, Sally Dickerson and Steve Perry

This paper discusses the second stage (running from 2004-05) of Virgin's campaign to rekindle enthusiasm for train travel.
Agency: RKCR/Y&R/Manning Gottlieb OMDAuthors: Lucy Howard, Claire Marker, David Bratt, Jack Bowley, Sally Dickerson and Steve Perry

Virgin Trains – The return of the train: how Virgin Trains became the nation's favourite transport provider

INTRODUCTION

Perhaps more than any other brand, Virgin loves a challenge.

Over the past 35 years, Virgin has built a reputation as a genuine consumer champion by revitalising stultified and complacent categories. From airlines to financial services, the same spirit of endeavour and openness to change is applied to each opportunity:

“We believe in making a difference... We look for opportunities where...

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